Rather than pop a pill, many consumers are embracing vitamin-packed meal solutions that offer a wealth of daily nutrients. These products have become more thoughtfully designed to appeal to wellness seekers, foodies and on-the-go consumers looking to up their vitamin quotients through ‘mini meals’ and tasty snacks. See also Wellness Ingredients to Watch: 2022.

Forward-thinking wellness brands are using packaging and branding as tools to create more approachable and straightforward visual solutions, which make intimidating, complicated and socially awkward categories more palatable. Think fitness-oriented powders and fertility.

In the supplements realm, premium packaging must also be more convenient than ever to make consumers feel comfortable about spending a little more – especially in these stretched economic times. Cue a slew of attractive and sophisticated solutions that work well in everyday contexts and don’t break the bank.

Not a new approach – but still incredibly effective – creative supplement companies are using colour as a key asset in their design toolbox. Solutions go beyond the expected with brave, bold shades challenging category norms, and ‘moody’ hues evoking branding more commonly seen in beauty and food (particularly alcohol and confectionery).

Green and ethically sourced packaging should be the top consideration for all brands. However, achieving this isn’t always straightforward. For instance, consumers in this category often buy the same product repeatedly. By offering these shoppers recyclable packs and those with post-purchase secondary uses, brands can help them waste less.